Pexhurst’s Integrated Marketing campaign wins multiple awards

The Solution

Fabrick suggested market research was needed to form the basis of this project in order to deliver a campaign that was relevant and substantive. We devised and issued an internal and external survey which included questions on service offering, sectors, company background and brand recognition. The survey found that most delegates were aware of primary business operations such as services and sectors, but areas such as brand personality, visual identity and consistent messaging across multiple channels scored lower, indicating a lesser awareness and understanding.

As a result, Fabrick utilised the data and made recommendations to improve communications across LinkedIn, YouTube and the press, and to visually improve Pexhurst’s onsite collateral in order to showcase the personality of the brand.

The survey was based on the original Pexhurst brand, which encompassed four pillars (values): ‘Established’, ‘Experienced’, ‘Approachable’ and ‘Dependable’. The results identified five words that delegates used to describe Pexhurst; Proactive, Experienced, Approachable, Professional and Reliable. This got us thinking!

We listened to the market opinion and felt that the original pillar, ‘Established’ didn’t reflect the client’s forward-thinking approach so we changed it to ‘Progressive’. This marked a turning point for their established heritage and meant that the 45-year campaign now accurately reflected the market-place’s views and perceptions of the Pexhurst brand.

To enhance Pexhurst’s visual identify, Fabrick created an illustrative mural which outlined a 45-year history to remind their target audience of their experience, knowledge and progress over the years. In addition, we designed a team ‘ten-year anniversary club’ mural which demonstrated the sustainable nature of their happy workforce and allowed further personalities to be promoted externally. Both pieces of collateral were used on sites, at events and as engaging digital content.

We also created numerous videos - which included topical discussions and sector specific content - delivered by all directors in order to help put faces to the brand. In addition, Fabrick created a storyboard for a corporate brand video which showcased the scale of the business. This provided engaging digital content for use across multiple platforms and generated a huge increase in views on the corporate YouTube channel. Fabrick created a strategy that enhanced their YouTube platform and created categorised playlists so it was easily accessible for viewers and also linked to other relevant videos in order to encourage time spent on the platform.

In addition, Fabrick planned and executed a roundtable and wrote a detailed whitepaper on the topic of ‘Refurb & Retrofit vs Demolish & Rebuild’ which was  placed across multiple trade press titles.

To help grow Pexhurst’s social media following, Fabrick used the mural, videos, infographics and team posts to create engaging digital content. Toolkits were provided for directors to aid the development of both the corporate page and personal profiles. In turn, this created consistent messaging across multiple channels, and the campaign was a huge success.